{"id":275,"date":"2017-07-05T05:48:39","date_gmt":"2017-07-05T05:48:39","guid":{"rendered":"https:\/\/tma65.com\/blog\/?p=275"},"modified":"2026-05-21T11:37:54","modified_gmt":"2026-05-21T11:37:54","slug":"the-true-meaning-of-value","status":"publish","type":"post","link":"https:\/\/blog.tract-optics.co.za\/the-true-meaning-of-value\/","title":{"rendered":"The True Meaning of Value"},"content":{"rendered":"<p><\/p><div id=\"ez-toc-container\" class=\"ez-toc-v2_0_83 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\"><div class=\"ez-toc-title-container\"><p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p><span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div><nav><ul class='ez-toc-list ez-toc-list-level-1 eztoc-toggle-hide-by-default' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/blog.tract-optics.co.za\/the-true-meaning-of-value\/#The_True_Meaning_of_Value\" >The True Meaning of Value<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/blog.tract-optics.co.za\/the-true-meaning-of-value\/#The_TRACT_Story\" >The TRACT Story<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/blog.tract-optics.co.za\/the-true-meaning-of-value\/#No_Distributors_or_Retailers\" >No Distributors or Retailers<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/blog.tract-optics.co.za\/the-true-meaning-of-value\/#Basic_Math\" >Basic Math<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/blog.tract-optics.co.za\/the-true-meaning-of-value\/#Surpassing_Standards_in_Customer_Service\" >Surpassing Standards in Customer Service<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/blog.tract-optics.co.za\/the-true-meaning-of-value\/#The_Future_of_Business_in_America\" >The Future of Business in America<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div><h2 style=\"text-align: justify\"><span class=\"ez-toc-section\" id=\"The_True_Meaning_of_Value\"><\/span>The True Meaning of Value<span class=\"ez-toc-section-end\"><\/span><\/h2><p class=\"wp-block-paragraph\" style=\"text-align: justify\">The True Meaning of Value. Just recently, I received a flyer from a big box store that had all the major <a class=\"wpil_keyword_link\" href=\"https:\/\/tractoptics.com\/\" target=\"_blank\" rel=\"noopener nofollow\" title=\"optics\" data-wpil-keyword-link=\"linked\" data-wpil-monitor-id=\"421\">optics<\/a> brands on sale from 30 to 50 percent off. \u00a0When you see this, you may ask yourself: With such a discount, does that represent an actual value or is it just pricing the product based on its specs that makes it seem a good value? That\u2019s the riddle to be unraveled. We all know that there must be tremendous pressure within those big box organizations to make more and more profit in order to survive against the competition. And it\u2019s no secret that even at half off any product they\u2019re still making money.<\/p><p style=\"text-align: justify\"><\/p><p style=\"text-align: justify\"><\/p><p class=\"wp-block-paragraph\" style=\"text-align: justify\">Value is defined as, \u201cThe worth of something compared to the price paid or asked for it.\u201d So how do you know if the brand name <a title=\"TRACT design and engineer performance-grade optics without the added retail costs.\" href=\"https:\/\/tractoptics.com\/blog\/tag\/tract-design-and-engineer-performance-grade-optics-without-the-added-retail-costs\/\" target=\"_blank\" rel=\"noopener\">optic is actually worth the price the retailers<\/a> are asking? In most cases you don\u2019t. You\u2019re trusting the brand name, the retail sales associate and hopefully, a few honest customer reviews.<\/p><p style=\"text-align: justify\"><\/p><p style=\"text-align: justify\"><\/p><h2 class=\"wp-block-heading\" style=\"text-align: justify\"><span class=\"ez-toc-section\" id=\"The_TRACT_Story\"><\/span>The TRACT Story<span class=\"ez-toc-section-end\"><\/span><\/h2><p style=\"text-align: justify\"><\/p><p style=\"text-align: justify\"><\/p><p class=\"wp-block-paragraph\" style=\"text-align: justify\">Here\u2019s a novel idea: How about telling the truth about where a product is made, what goes inside it and ultimately not compromising the quality to meet the demands for increased profits? That\u2019s the concept we\u2019ve developed with <a title=\"The TRACT Optics Experience: Packaging\" href=\"https:\/\/tractoptics.com\/blog\/the-tract-optics-experience-packaging\/\" target=\"_blank\" rel=\"noopener\">TRACT Optics<\/a>.<\/p><p style=\"text-align: justify\"><\/p><p style=\"text-align: justify\"><\/p><p class=\"wp-block-paragraph\" style=\"text-align: justify\">Having spent our entire careers in the <a href=\"https:\/\/blog.tract-optics.co.za\/types-of-rifle-scope-mounts\/\">optics<\/a> industry, we know the good, the bad and the ugly of the business. Having helped one of the major brands to the forefront of the sport optics world, it was clear that the gap between the manufacturer and the consumer was getting wider and wider. This is mostly due to the domination of the big box retailers that put demands on the manufactures to give an additional 20 percent or so in advertising, merchandising and new store allowances that are way above the 40 percent margin they make every day. With the <a href=\"https:\/\/blog.tractoptics.com\/what-you-need-for-an-air-rifle-competition\/\" title=\"Air Rifle Competition What You Need?\" data-wpil-monitor-id=\"1768\" target=\"_blank\" rel=\"noopener\">competitive nature of this industry and the need<\/a> for growth at the big box level, these demands were not going to change anytime soon. That\u2019s why we put together a new game plan focused on bringing a better product at a better value without the middleman: a direct to consumer (D2C) business model without any barriers or distribution clutter.<\/p><p style=\"text-align: justify\"><\/p><p style=\"text-align: justify\"><\/p><h3 class=\"wp-block-heading\" style=\"text-align: justify\"><span class=\"ez-toc-section\" id=\"No_Distributors_or_Retailers\"><\/span>No Distributors or Retailers<span class=\"ez-toc-section-end\"><\/span><\/h3><p style=\"text-align: justify\"><\/p><p style=\"text-align: justify\"><\/p><p class=\"wp-block-paragraph\" style=\"text-align: justify\">We decided to take the road less traveled and cut out distributors and retailers to better serve you. From the outside looking in, what new <a href=\"https:\/\/blog.tractoptics.com\/videoscategory\/product-reviews\/\" title=\"Product Reviews\" data-wpil-monitor-id=\"2437\" target=\"_blank\" rel=\"noopener\">optics company wouldn\u2019t want to sell their products<\/a> to a distributors network of 1,000 plus dealers across America or hit the jackpot by having Cabela\u2019s or Bass Pro do it for them? \u00a0However, when your focus is on those distribution channels, you lose sight of the end consumer and what\u2019s important to them.<\/p><p style=\"text-align: justify\"><\/p><p style=\"text-align: justify\"><\/p><figure class=\"wp-block-image\" style=\"text-align: justify\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"536\" class=\"wp-image-276\" src=\"https:\/\/tma65.com\/wp\/wp-content\/uploads\/2019\/06\/inner53-1024x536.jpg\" alt=\"\" title=\"\" srcset=\"https:\/\/blog.tract-optics.co.za\/wp-content\/uploads\/sites\/4\/2019\/06\/inner53-1024x536.jpg 1024w, https:\/\/blog.tract-optics.co.za\/wp-content\/uploads\/sites\/4\/2019\/06\/inner53-300x157.jpg 300w, https:\/\/blog.tract-optics.co.za\/wp-content\/uploads\/sites\/4\/2019\/06\/inner53-768x402.jpg 768w, https:\/\/blog.tract-optics.co.za\/wp-content\/uploads\/sites\/4\/2019\/06\/inner53-573x300.jpg 573w, https:\/\/blog.tract-optics.co.za\/wp-content\/uploads\/sites\/4\/2019\/06\/inner53-150x79.jpg 150w, https:\/\/blog.tract-optics.co.za\/wp-content\/uploads\/sites\/4\/2019\/06\/inner53.jpg 1200w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><figcaption><em><strong>The value of <a href=\"https:\/\/blog.tract-optics.co.za\/response-hunting-2-5-10x42-rifle-scope\/\">TRACT Optics<\/a> means you&#8217;re not paying a retailer to sell you <a title=\"binoculars\" href=\"https:\/\/tractoptics.com\/blog\/tag\/binoculars\/\" target=\"_blank\" rel=\"noopener\">binoculars<\/a> or riflescopes.<\/strong><\/em><\/figcaption><\/figure><p style=\"text-align: justify\"><\/p><p style=\"text-align: justify\"><\/p><h3 class=\"wp-block-heading\" style=\"text-align: justify\"><span class=\"ez-toc-section\" id=\"Basic_Math\"><\/span>Basic Math<span class=\"ez-toc-section-end\"><\/span><\/h3><p style=\"text-align: justify\"><\/p><p style=\"text-align: justify\"><\/p><p class=\"wp-block-paragraph\" style=\"text-align: justify\">By cutting out the multiple layers of distribution, we can sell our optics for about 40 percent less than what you\u2019ll pay elsewhere. For instance, if we did make our\u00a0<a href=\"https:\/\/www.tractoptics.com\/products\/binoculars?category=9\" target=\"_blank\" rel=\"noopener\">TORIC binocular<\/a>\u00a0available from a retailer, you would most likely pay $930 or higher. But instead you pay $664. It\u2019s a model we all understand.<\/p><p style=\"text-align: justify\"><\/p><p style=\"text-align: justify\"><\/p><h3 class=\"wp-block-heading\" style=\"text-align: justify\"><span class=\"ez-toc-section\" id=\"Surpassing_Standards_in_Customer_Service\"><\/span>Surpassing Standards in Customer Service<span class=\"ez-toc-section-end\"><\/span><\/h3><p style=\"text-align: justify\"><\/p><p style=\"text-align: justify\"><\/p><p class=\"wp-block-paragraph\" style=\"text-align: justify\">To us, customer satisfaction is just as <a title=\"The Importance of Having Good Binoculars\" href=\"https:\/\/tractoptics.com\/blog\/the-importance-of-having-good-binoculars\/\" target=\"_blank\" rel=\"noopener\">important as developing quality binoculars<\/a> and riflescopes. That satisfaction stems from easy interactions we share, then delivering a product you won\u2019t find elsewhere for the price. If you\u2019ve investigated our company, you will not find perfect individuals or a perfect company, though you will find people committed to serving you to their full potential. We\u2019re grateful for our experience and the optics knowledge to help you make the right choice on your next purchase.<\/p><p style=\"text-align: justify\"><\/p><p style=\"text-align: justify\"><\/p><p class=\"wp-block-paragraph\" style=\"text-align: justify\">Plus, we\u2019re committed to <a title=\"How to Fix the Most Common Riflescope Problems\" href=\"https:\/\/tractoptics.com\/blog\/how-to-fix-the-most-common-riflescope-problems\/\" target=\"_blank\" rel=\"noopener\">fixing the problem<\/a> should something not work or perform in the manner in which it was designed and engineered. That\u2019s what we call the TRACT Trust Assurance. It\u2019s not a marketing name, but a true assurance that we\u2019re going to stand behind everything we make.<\/p><p style=\"text-align: justify\"><\/p><p style=\"text-align: justify\"><\/p><h3 class=\"wp-block-heading\" style=\"text-align: justify\"><span class=\"ez-toc-section\" id=\"The_Future_of_Business_in_America\"><\/span>The Future of Business in America<span class=\"ez-toc-section-end\"><\/span><\/h3><p style=\"text-align: justify\"><\/p><p style=\"text-align: justify\"><\/p><p class=\"wp-block-paragraph\" style=\"text-align: justify\">It became apparent to us that the consumer market has been evolving in many ways. And why not? A lot of what we do every day is online \u2013 it\u2019s where we work, get our news, conduct research, book airline tickets and <a title=\"Getting Kids Into Hunting\" href=\"https:\/\/tractoptics.com\/blog\/getting-kids-into-hunting\/\" target=\"_blank\" rel=\"noopener\">hunts<\/a>, and of course shop and pay bills.<\/p><p><\/p>","protected":false},"excerpt":{"rendered":"<p>The True Meaning of Value | TRACT design and engineer performance-grade optics without the added retail costs.<\/p>\n","protected":false},"author":2,"featured_media":12239,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2255,2273],"tags":[2463,2464,2465,2466,2467,2468,2469,2470,2471,2472,2473,2474,2476,2477,2478,2479,2480,2481,2482,3313],"class_list":["post-275","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-extra-topics","category-tractoptics","tag-binocular-adapter","tag-binocular-adaptor","tag-binocular-case","tag-binocular-chest-pack","tag-binocular-field-of-view-comparison","tag-binocular-harness","tag-binocular-harness-canada","tag-binocular-harness-case","tag-binocular-holders","tag-binocular-lens","tag-binocular-lens-cleaner","tag-binocular-magnification-chart","tag-binocular-parts","tag-binocular-power-explained","tag-binocular-range-chart","tag-binocular-range-finder","tag-binocular-rangefinder-combo","tag-binocular-repair","tag-binocular-reviews","tag-true-meaning-of-value"],"_links":{"self":[{"href":"https:\/\/blog.tract-optics.co.za\/wp-json\/wp\/v2\/posts\/275","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/blog.tract-optics.co.za\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/blog.tract-optics.co.za\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/blog.tract-optics.co.za\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/blog.tract-optics.co.za\/wp-json\/wp\/v2\/comments?post=275"}],"version-history":[{"count":1,"href":"https:\/\/blog.tract-optics.co.za\/wp-json\/wp\/v2\/posts\/275\/revisions"}],"predecessor-version":[{"id":11522,"href":"https:\/\/blog.tract-optics.co.za\/wp-json\/wp\/v2\/posts\/275\/revisions\/11522"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/blog.tract-optics.co.za\/wp-json\/wp\/v2\/media\/12239"}],"wp:attachment":[{"href":"https:\/\/blog.tract-optics.co.za\/wp-json\/wp\/v2\/media?parent=275"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blog.tract-optics.co.za\/wp-json\/wp\/v2\/categories?post=275"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blog.tract-optics.co.za\/wp-json\/wp\/v2\/tags?post=275"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}